Target Facebook Ads for Cosmetic Clinics

How to Target Facebook Ads for Cosmetic Clinics

By: Frank DePino | April 29, 2021

Facebook offers powerful tool for local cosmetic surgeons to engage with prospective clients. If you’ve just started, navigating Facebook Ads may be confusing for you.

In this guide, we’ll take a closer look at how you can utilize Facebook Ads to enthrall more people to sign up for your local cosmetic clinic.

Why you Need Targeted Facebook Ads for your Cosmetic Clinic

Facebook Ads are an excellent way for Cosmetic Surgeons to narrow down their target audience. With Facebook’s wide variety of tools, businesses of all kinds can benefit from integrating Facebook advertising into their marketing strategy. You should define exactly who your target audience is, set a budget that fits your needs, and make a compelling advertisement. Keep reading to learn how!

targeted facebook ads

Types of Facebook Ads to Use

Facebook ads are paid messages you and your business can send to users.

These ads are the perfect way to remind customers of your products and increase the likelihood of a customer returning to your website.

Let’s discuss the different types of ads you should check when kick-starting your Facebook ads journey:

Image Ads

Image ads are an excellent first choice for marketers looking to increase on-site traffic. A straightforward ad, image ads is a great way to start experimenting and testing Facebook Ads.

Here is a bonus tip for you: your ad format and content should look similar to what you post on your landing page.

At the same time, your call-to-action can be ‘Sign Up’ or ‘Learn More.’ If your website boasts products/services that are downloadable, consider adding a ‘Download’ CTA.

Download Our Latest Whitepaper

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Carousel Ads

Carousel Ads refer to eye-catching and enrapturing ads comprising multiple vibrant images and videos.

Let’s discuss what a good carousel ad consists of:

  • A picture of you and a patient
  • A picture of the service you’re providing, i.e., a visual explaining the procedure
  • The benefit of the service you’re providing, i.e., the before and after of a service

The second way you can utilize carousel ads is by ensuring each picture boasts the same headline, website URL, description, and CTA.

Last but not least, try utilizing the Card section when formatting your Ad. You can choose ‘Automatically show the best performing cards first’ and untick the manual option of adding a card.’

It is a great way to increase the engagement rate by making your profile look more attractive.    

facebook business manger for cosmetic clinics

Video Ads

Third comes Video ads, another incredible way to introduce your visitors to services and procedures that cannot be shown through images.

Video ads are a fantastic marketing tool; however, it’s best not to overuse them.

It is because mapping out a video and recording it can be a challenging and time-consuming task.

Instead, utilize video ads to give yourself and your visitors a break from carousel and image ads.

A good idea is crafting an enthralling video ad per month.

However, if you believe yourself a pro at making videos that are confident and charismatic, you can prepare them more often.

No need to invest too much time; enjoy creating authentic and exciting video ads.

target local audience

Targeting Local

Targeting is an integral part of executing your marketing strategy since it helps you match with potential leads.

If you fail to target the right way, chances are, you’ll miss out on potential clients.

The first thing you could think of as a business or marketer is, ‘where do I find my target audience?’

Targeting, otherwise known as audience selection, is present in the Ad Set alongside budget and schedule. Here you’ll notice three different types of audiences; save, custom, and Lookalike audience.

Saved Audience

A saved audience is the audience formed based on interests, demographics, and locations.

These three options provide you access to a variety of different combinations to choose from. A good idea is to start by picking the following characteristics:

Location: 5-10 miles from your local clinic

Demographics: 25-35 Female- they are typically more interested in cosmetic surgeries than male

Interest: Leave it blank

cosmetic clinic demographics

You may craft additional ad sets to target different age groups. It’s also a great way to test which age group is most interested in your cosmetic surgery services.

As for the last section, it’s best to leave the interest-based box empty since it narrows your audience base too much.

Once you gather enough data from Pixel, you may begin to narrow down your audience too much. In turn, you may end up excluding potential clients.

Custom Audience

Your custom audience refers to an audience created on existing analytics and data. Facebook allows you to access various options, including Customer File, Website Traffic, App Activity, and Engagement on Facebook.

The best part about Custom Audience is that it helps in retargeting.

For instance, if you locate Website Traffic, you’ll learn who and when is clicking on your landing page.

In this way, you can target people who are interested in your offers and services. In turn, you can increase the likelihood of them making an appointment.

Here’s a bonus tip to remember when retargeting; only focus on clients who visited your website in the past seven days.

If you go further back, it’s likely your efforts will be of no use.

custom audience cosmetic clinics

Lookalike Audience

A lookalike audience is not critical for local businesses; however, you may test it out if it catches your eye.

They are the audience based on people who resemble your databases. It could be various things, including fan pages, people who engaged with your Facebook post, or someone who actively sought out your page.

An excellent example of this is planning to create a Lookalike Audience with your customer email address.

Facebook then automatically looks for people that resemble the ones on your email list.

Make sure your lookalike audience does not exceed 1 to 2%. Otherwise, it will be too broad and, in turn, ineffective.

Download Our Latest Whitepaper

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Looking for better ways to bring in new clients? Get insights into growing your medical spa business, attracting new clients, and increasing the awareness of your brand in this 12 step guide.

Steps to Creating a Successful Ad

Creating a Facebook ad can be a somewhat challenging task. Here we discuss the top easiest ways of creating a successful ad:

Choosing Ad Types Based on Your Goal

Firstly, set your goals.

What is the intent of your Facebook ads?

Maybe you want to drive organic traffic from Facebook to your landing page, or you wish to expedite your brand awareness.

Either way, once you find out your goals, you can select the perfect ad types.

Defining Your Target Audience

Facebook boasts a comparatively better success rate than other digital marketing platforms. It is because it allows you to enjoy targeted ads.

Make sure you define your target audience before posting ads.

target audience cosmetic clinics

Campaign Objectives

Facebook allows you to choose between the following objectives:

  • Brand awareness
  • Lead generation
  • Catalog sales
  • Store traffic
  • Traffic
  • Conversions
  • Messages
  • App installs
  • Video views
  • Reach
  • Engagement

According to your goals, you may select a campaign objective.

Budgeting and Scheduling

Create a budget according to how much you can spend on target Facebook ads for cosmetic clinics.

Next, consider creating a schedule to set when the ads should start and end.

Creating the Ad

The last step of Facebook Ads marketing for cosmetic and beauty clinics is creating the ad. Make sure these are captivating and inspire viewers to take action.

creative facebook advertising

The Do’s and Don’ts of Facebook Ads

Captivate the right audience by keeping the best marketing practices in your mind:

Do:

Here are certain things you should do to curate effective Facebook ads:

Include Tempting Offers

Here’s the thing; you’re not just making an ad; you’re making an offer.

And not just any offer, but an offer so tempting that your viewers will have no choice but to click quickly.

If your offer is bland and boring, the audience will move past it.  

Write a Compelling ad Copy

The offer isn’t the only thing that matters.

In fact, what’s more important is how you craft your request to captivate readers.

Here’s a simple guide to hooking your viewers via your ad:

  • Attention- Learn to grab the attention of your audience by focusing on their challenges, pain points or by calling out to your audience
  • Interest- Capture your audience’s curiosity by describing an enticing offer
  • Desire- Provide your readers with a willingness to take action instantly
  • Action- Help your audience make an action by adding a CTA
how to target facebook ads for cosmetic clinics

Read Facebook’s Guidelines

Every marketing platform has its own set of rules and regulations. To make sure you can enjoy utilizing Facebook’s SEO tools to the maximum, consider reading the website’s specific guidelines. 

Have a Dedicated Landing Page

A dedicated landing page for your campaign is one of the best ways to get people to click through your website. Facebook typically assesses the link you add to your page to make sure it matches your post’s content, so make sure yours reflects your website.

Keep Things Short and Simple

When it comes to creating compelling Facebook ads, the rule is simple; keep it short and sweet.

For instance, an image, your business logo, and a short paragraph is the best way to improve click-through rates by exciting viewers.  

Add a Call-to-Action

If you want to encourage first-time viewers to click on your website, it’s a good idea to include a compelling call-to-action at the end.

A good idea is to tell your clients the benefits of clicking on the CTA button.

Download Our Latest Whitepaper

12 Ways to Drive Traffic To Your MedSpa Website

Looking for better ways to bring in new clients? Get insights into growing your medical spa business, attracting new clients, and increasing the awareness of your brand in this 12 step guide.

Don’t:

Let’s take a closer look at things you should avoid doing:

Forget Your Goals

The first and foremost step of marketing and advertising is defining your goals.

You must understand why you’re carrying out a particular procedure to ensure you feel motivated and inspired.

It’s the same for Facebook advertising.

Once you keep your goals at the forefront, it’ll be easier to select the proper ad formats to captivate pages, boost engagement, drive organic traffic, and increase newsletter signs up.

cosmetic photography

Use Generic Photos

If Facebook decides your image comprises false promises about the results your offered treatment can provide, it will reject your ad.

Make sure you post attention-grabbing but not clickbait-y ads.

Use Before and After Images

Facebook boasts stringent policies that require users to avoid using before and after images to promote personal health services/products.

Use Too Much Text

Facebook typically rejects an ad that includes more than 20% text. Although the rule has been lifted, it’s best to utilize less text to ensure you can expand your outreach across the globe.

Set it and Forget it

One pro of utilizing Facebook is the in-depth analytics it provides.

It’s best to track your insights daily, which helps you better understand what your audience does and doesn’t like.

Moreover, by keeping an eye on your analytics, you can quickly troubleshoot any problem that appears.

facebook analytics cosmetic clinincs

To Sum it Up

Facebook Ads remain a hot topic and an excellent way for Cosmetic Surgeons to narrow down their target audience.

With Facebook’s wide variety of helpful marketing tools and easy navigation, businesses of all kinds can benefit from integrating Facebook advertising into their marketing strategy.

No matter if you’re launching your business with a small budget or if you’re a multinational organization, Facebook’s real-time insights and test ads allow you to connect with your ideal audience.

Learn to split test ads within a campaign to ensure you connect with a diverse client base.

These tips and techniques can help improve your cost per lead

Therefore expanding your business and revenue.

If you’re unable to captivate an organic audience, it means you need the help of expert digital marketers. Lucky for you, we’ve got just the solution for you, us! At Mediaboom, we assess your long-term goals and understand why you wish to target Facebook ads for your cosmetic clinic. Next, we’ll curate a killer marketing strategy to help you foster a deep connection with your ideal clients.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.

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